About the report
Apple Ads helps connect high-intent users with apps that match their needs, while giving advertisers a way to reach relevant audiences at key decision moments across the App Store journey.
As an official Apple Ads Partner, MobileAction has published its annual benchmark research since 2019 to help app marketers stay informed on the evolving Apple Ads landscape and compare their performance against broader market trends.
For this year’s edition, MobileAction analyzed aggregated performance data from Apple Ads campaigns managed and measured through MobileAction and SearchAds.com tools, covering 2025 results.Â
The report provides a quarter-over-quarter view of key metrics across all Apple Ads placements and custom product pages, along with category and region benchmarks that highlight where engagement, conversion efficiency, and auction dynamics shifted versus the prior year.
The report begins with a comprehensive analysis of search results ads, then expands into additional Apple Ads placements, including Search tab ads, Today tab ads, and product page ads. Search results ads remain the primary focus, as they represent 81.82% of the total spend in MobileAction’s 2025 Apple Ads dataset, while each placement section includes practical benchmarks and directional insights to support planning and optimization.
Here are the key metrics MobileAction analyzed throughout the report:
- Tap-through rate (TTR): Taps divided by impressions.
- Conversion rate (CR): Downloads divided by taps.
- Cost-per-tap (CPT): Spend divided by taps.
- Cost-per-acquisition (CPA): Spend divided by downloads.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
